The Encore interview – Hans Hulsbosch
Hans Hulsbosch, the founder and creative director of Hulsbosch design agency which he launched in 1982, speaks to Tim Burrowes about bland bank brands and why agencies are no longer custodians of brands in the Encore interview.
THE IMPORTANCE OF BRANDING
Hans Hulsbosch speaks about the importance of branding, his creative process and the difference between a good brand and a bad brand in terms of design.
CUSTODIANS OF THE BRAND
Hulsbosch on creating a successful brand, the importance of logos that don’t date, why he thinks adland Australia is struggling and why they are no longer custodians of brands.
REBRANDING MAJOR BRANDS
Hulsbosch on rebranding Rebel, the challenge of repositioning Virgin’s domestic business, designing the Woolworths logo.
TYPE, COLOUR AND INSPIRATION
Hulsbosch talks colour, typography and drawing inspiration.
BUSINESS AND CREATIVE
Hulsbosch on balancing the business with the creative, brands he’d love to work with and what’s next for the agency and his own career.
Hans Hulsbosch will tell the story of how he rebranded Virgin at the Mumbrella360 conference in June.
This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit encore.com.au for a preview of the app or click below to download.
Impressive, Hulsbosch are the no.1 branding and design agency in Australia
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Wow. Just been on their website, what a client list. These guys have done every major Australian brand. Can’t wait to see what they do next.
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Woolworths is my favourite logo
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Hulsbosch is responsible for the Qantas tagline – “Spirit of Australia”
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Hans – the funniest Dutchman in the world!
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Kudos to Hulsbosch for a great body of work, but Spirit of Australia existed well before they touched the brand.
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@ Chris – go onto Hulsbosch’s website, click on the Qantas case study, then click on “Spirit of Australia” on the right hand side – there are the details of Hulsbosch creating the iconic tagline
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Phillip Adams wrote Spirit of Australia when Hans was in short leather pants.
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Its a great interview and informative, and Hulsbosh is a wonderful design business. However, it would have been generous if Hans had recognised Lunn Dyer Design as the creators of the Qantas brand, which he referred to as the first Australian company that recognised the power of brand. The Qantas brand was actually refreshed by Hulsboch – for better or worse – but retains the essence of Lunn Dyer’s design in its image. Also in the creative industry, we stand on the shoulders of giants – that is the talented people who we work with and fuel the design solutions – that’s something missing in the messaging of the interviews. And finally to Erica, the “Spirit of Australia” tag line was ripped off from the Sydney 2000 Olympic Games positioning when Qantas ambushed Ansett Airlines in their adverting campaign. Never the less, Hans and his business has added significantly to the appreciation of design and how good design adds value to every aspect of our lives. Thank you for sharing.
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